UNIBIC Launches Campaign for Swaadesi Biskut
UNIBIC has launched a new campaign for Swaadesi Biskut, celebrating India's chai-and-conversation culture with 'A Biskut Moment'.
SociapaHQ
UNIBIC has launched a new campaign for its Swaadesi Biskut range with the new concept of “A Biskut Moment” to celebrate the Indian culture of spontaneous conversations over tea.
Created by the creative agency Theblurr The campaign is built on the tagline "Chai, Gupshup aur Biskut" and positions Swaadesi Biskut as the ideal partner for daily conversations with family, friends and colleagues.
Rooted in the brand proposition “Desi at heart. Swaadesi Biskut is a modern recipe combined with familiar Indian flavours, designed to be better. The biscuits are made with atta and without maida or palm oil and comes in Atta, Jeera, Fruit and Kaju variants.
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Check out the campaign here:
Chai Conversations:
The campaign is built on the insight that spontaneous conversations are an integral part of Indian life - whether it is gossip, jokes, stories or ideas. The brand, through a series of films, shows relatable situations where conversations stop until chai and Swaadesi Biskut are served, creating what it calls “A Biskut Moment”.
Talking about the campaign, Ashish Nichani, Vice President – Growth Brands, Unibic Foods India Pvt. Ltd. said, “The campaign celebrates the rituals and flavours that connect with the Indian consumers. "With 'Chai, Gupshup aur Biskut', we wanted to create a relatable world around the brand that celebrates the conversations, connections and everyday stories that come alive over chai and biskut," he said.
Sainath Saraban, Co-Founder and Chief Creative Officer at Theblurr said, “The idea behind the campaign is to create “A Biskut Moment” as an ownable occasion for the brand. India is a country of spontaneous conversations. We wanted Swaadesi Biskut to take charge of this occasion with 'A Biskut Moment'. The idea is simple, hold that story for a moment, bring out the chai and biskut, then let the conversations begin,” he said.
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Echoing the sentiment, Aatsi Desai Jasani, Co-Founder and Chief Growth Officer at Theblurr, said the campaign is designed to evolve into a long-term brand property that strengthens Swaadesi Biskut's place in everyday consumer rituals.
Through the campaign, UNIBIC aims to drive awareness and trial for Swaadesi Biskut while carving out a distinctive place for the brand in India's tea-time culture and everyday conversations.
